San Gimignano
IDENTITY 2021 | Self-Initiated
The project aims to develop a fresh and modern brand identity for
San Gimignano Recognized as a UNESCO World Heritage Site in 1990,
the town is renowned for its well-preserved Medieval architecture,
picturesque landscape, and renowned Vernaccia di San Gimignano wine.
Key landmarks include the Torri dei Salvucci, Torre Grossa, and Torre Rognosa. Having personally experienced the beauty of San Gimignano in 2018, including its hilltop skyline, vineyards, cobblestone streets, and delicious gelato, it holds a special place in my heart.
San Gimignano started as a casual conversation between me and a designer friend while talking about travel—places we’ve been, places we love, and where we still want to go. SG has always been my favourite places, but she had never heard of it. That got me thinking—if people can be brands, why can’t a place like this? A place that deserves to be known by more people. So, I started this project with the idea of branding SG in a way that feels relatable, something that makes people want to visit and experience it for themselves.
I pulled together photos I had taken and landed on three main colors: a deep purple and dark red, inspired by the region’s wine culture, and a muted green, representing the beautiful landscape. There’s also a touch of warm brown, reflecting the cobblestone streets and medieval towers. The goal was to capture SG’s history and charm but with a modern twist.
San Gimignano Recognized as a UNESCO World Heritage Site in 1990,
the town is renowned for its well-preserved Medieval architecture,
picturesque landscape, and renowned Vernaccia di San Gimignano wine.
Key landmarks include the Torri dei Salvucci, Torre Grossa, and Torre Rognosa. Having personally experienced the beauty of San Gimignano in 2018, including its hilltop skyline, vineyards, cobblestone streets, and delicious gelato, it holds a special place in my heart.
San Gimignano started as a casual conversation between me and a designer friend while talking about travel—places we’ve been, places we love, and where we still want to go. SG has always been my favourite places, but she had never heard of it. That got me thinking—if people can be brands, why can’t a place like this? A place that deserves to be known by more people. So, I started this project with the idea of branding SG in a way that feels relatable, something that makes people want to visit and experience it for themselves.
I pulled together photos I had taken and landed on three main colors: a deep purple and dark red, inspired by the region’s wine culture, and a muted green, representing the beautiful landscape. There’s also a touch of warm brown, reflecting the cobblestone streets and medieval towers. The goal was to capture SG’s history and charm but with a modern twist.
The Logo
The logo features a tower-like window—almost like an imaginary door—inviting you to see San Gimignano through it. When I visited in 2017, I noticed how the town was filled with medieval towers, not just in SG itself but scattered across the surrounding areas. Turns out, these towers were a big deal back in the day—built by wealthy families as a show of power. At one point, there were around 72 of them, some towering up to 50 meters high. Today, 14 remain, and they’re a huge part of what makes SG’s skyline so special. Walking through the town, you see them peeking through alleyways, framed by arches, adding to that layered, historic feel. Thanks to good preservation, the towers still stand, shaping the unique, almost time-frozen charm of SG.
Now, the logo forms a window that invites you in. Design-wise, when the window is hollow, the background becomes part of the story—whether it’s a glimpse of a local pharmacy, the texture of a weathered stone wall, or the cobblestone walkway leading up to a tower. It’s about creating a sense of place, letting people see SG through different layers, just like how you experience the town itself.
The Exhibit
In these poster series I created, I imagined SG as the subject of a fictional photography exhibit in collaboration with MFA Boston—thinking about how a show like this could introduce more people to the beauty of this place through photography. I envisioned a curated collection of images that highlight SG’s timeless atmosphere, from its weathered stone buildings to the way light hits the narrow streets at golden hour. On my website, in the photography section, I also included some of the film photos I took there in 2017, capturing that historic, rich, rusty, yet effortlessly Italian vibe—something that feels both nostalgic and alive at the same time.
The Socials
I designed a series of social posts that connect SG to its local events, wine, and music—making it feel more lively, welcoming, and easy to engage with. The idea was to highlight the town’s culture in a way that resonates with both locals and visitors, while also supporting small businesses and creating a stronger sense of community.
To go along with this, I also designed a tote—something practical to carry around town and a perfect keepsake to take home, extending the experience beyond the visit.
©Jessica Chen,2025